Brainstorming: Is Your Mind Wild Enough to Make a Conceptual Leap? | Bill Burnett | Big Think
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- Brainstorming: Is Your Mind Wild Enough to Make a Conceptual Leap?
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Brainstorming is on the endangered words list, at risk of slipping into ‘buzzword’ territory any day now - although some would argue it’s already there. That’s because everyone is doing it, but many of us don’t quite know how to. According to Bill Burnett, Executive Director of the Design Program at Stanford University, the process is fundamentally misunderstood - it’s about more than sitting in a group expecting genius to unfold. What’s missing from most brainstorming sessions is the notion that this is a skill, not a magic trick.
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BILL BURNETT :
Bill Burnett is a Consulting Assistant Professor and the Executive Director of the Design Program at Stanford. He directs the undergraduate and graduate program in design and teaches at the d.school. He received his Bachelors of Science and Masters of Science in Product Design at Stanford and has worked in start-ups and Fortune 100 companies, including seven years at Apple designing award-winning laptops and a number of years in the toy industry designing Star Wars action figures. He holds a number of mechanical and design patents and design awards, and, in addition to his duties at Stanford, he is on the board of VOZ, a socially responsible fashion start-up, and advises several other start-up companies.
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TRANSCRIPT:
Bill Burnett: Everybody kind of knows the rules of brainstorming. You get four or five people together. By the way you can’t brainstorm with 20 people. Everybody has to be able to see each other. I think of brainstorming like a jazz ensemble. Maybe you can have a trio or a quartet. A quintet maybe. Past that you can’t play jazz. It’s just too complicated, too many people. So we get together and they often, you know, come up with a question and they brainstorm for a while and they go great, that was fantastic. And then there’s all these post-its or all these notes on a whiteboard. And somebody says I’ll take a picture and they take a picture with their cell phone. And then that’s where ideas go to die. Ideas just go to die on cell phones.
Somebody’s got a picture and they all walk away. And then I ask them well what happened? They said well we had a brainstorm. I said well what was the result? They said well we had a lot of ideas. What are you going to do with it? And they haven’t really made it actionable. So here’s the thing. Brainstorming works great for coming up with lots of ideas and very diverse ideas, particularly if you have a really good jazz team that can really play off of each other. But, you know, at the end of a good brainstorm - when we run it at the D School there will be 100-150 post-its on the board. But that’s not the end because you haven’t really done anything. Generating the ideas is relatively simple once you get good at it. Figuring out what you’re going to do with the ideas, putting them into sort of buckets. Often ideas are clustered around certain themes so the first thing we do and the reason we use post-its is then we stop and say okay, the brainstorm is over. Now we’re going to do a little bit of evaluation, a little bit of what we call naming and framing the ideas. We’re going to put them into the cluster - like this cluster is all around one thing, this cluster is all around another thing. These are all wildcards. They don’t cluster at all. We just kind of move the post-its around. And then we try to give them - we try to put the buckets or sub buckets into some kind of a framework and we just give it a name. And the funnier the name the better. These are the crazy grandmother ideas. These are the ideas if ducks could fly or if chickens could fly this is what the ideas would be.
So we give them funny names but the idea is to sort of bring them back down into reality and put them into some kind of framework. Because at the end of my brainstorms if you ask somebody what happened they’ll say we had 150 ideas. It turns out they were in about six different categories and then we ranked the top ideas in each category and we have seven ideas we would really like to build a prototype of because we think these seven ideas ask the most interesting questions around the problem or the space that we’re doing. The same thing with life design. When you finish your three odyssey plans we say find four or five things on the odyssey plans you want to brainstorm because it’s something you’re curious about. I just discovered hey, maybe I was...
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It helps if you let people spend a few minutes brainstorming alone or in pairs before doing the group brainstorm.
When the group gets talking things can move strongly in one direction and you can lose some of the unique ideas.
On another note I think it's important to say "yes" to all ideas at first. But once they are sorted and it's time to vote, it's important to kill your darlings. Harschly.
The biggest problem with that phase though is that there are often quite a few ideas which everyone loved during brainstorming, that turn out to be crap after you give them some thought. And when you have to scrap the popular ideas everyone will be bummed out.
It's important to state that a brainstorm is a storm, not a decision making process.
Sometimes you should re-iterate and come back to the ideas a week later to see if they still hold up BEFORE spending precious time building a prototype.
Wait, I thought that giving money to the rich was the wild idea and giving money to the poor the obvious choice
haha same here, but common sense doesn't seem to be so very common.
only a capatalist american would think that giving money to poor(to fund a bussiness startup) to lift them out of poverty is a radical idea. Its common sense to the rest of the world. Atleast SOME folks are realising the whole 'trickle down' thing is a lie now.
If you want to encourage growth - then support small bussiness. totaly not a radical idea.
putting a new name on something and calling it an invention is not innovation its marketing. Supporting small bussiness growth is a very sensible policy that many governments have been practicing since atleast the renaisanse.
The only innovation here is using foreign aid to fuel this in other countries.
part of the issue was Ronald Reagan reganomics which use the so called trickle down effect to encourage GDP growth in America. it ignores the fact that rich people may just hoard the extra wealth rather then invest it, unlike poor people who would use all that they're given in an attempt to improve their lives.
Any Capitalist. Point. Capitalism doesn’t have a nationality. I don’t see any difference between an American and a Russian or Chinese capitalist. They all believe in the Trickle down myth/bs.
With all due respect for this great mind/ thinker here, that green ear ring sums up this entire video.
@4:51 he should have said, "poverty in Bangladesh" instead of "poverty in India". It doesn't fit the context. Mr Muhammad Yunus is a Bangladeshi national and he pioneered the idea of micro credit and micro finance through Grameen Bank in Bangladesh.
Come on mad... seriously will you argue on who is poorer?
Vjorp come oooonnn... please read the comment again..... I am not arguing who is poorer.... just correcting a mistake... that's all.
0:00 - 1:30 .....Brainstorming in a group and taking a picture of ideas can result in completion. Time is needed in order to assure a resolution happen. If a person main objective is to come up with a solution to a problem after brainstorming in a group, he or she will take the ideas and come up with a best approach towards solving that problem (of course there is a possibility the solution may not work but that is a part of why brainstorming is done). If the people brainstorming aren't given a clear understanding of project priority over other projects or a deadline has not been given, the ideas may indeed die. The contractual role a person take on at their office really determines where their priorities will lie. The person taking that picture may take that picture because the office may have a trend of placing lesser projects as higher priority projects. Also there is a possibility that low priority tasks could become something urgent. Remembering the topics keep the over worked employees in a job and also could help in their evaluations. The job rating system or evaluations could come back to bit a person in the ass later if he or she is labeled the person that ask too many work related questions. This could also be a reason why some brainstorming task die, people are afraid of bad evaluation or being forced out of a job because they are seen as an annoyance. My action would be to ask the lead of the brainstorm team or the group as a whole, if no leader has been assigned, what is the priority for that project and its deadline. I would then move through the appropriate levels from supervisor to CEO or department head to find an answer. The term "do the job" is my concern, I have this need to conclude or resolve issues to problems. I've been told I am a hard person to work with because of this need to resolve problems. I like figuring out solutions which is why I currently work for myself, mainly in the stock market and on IT projects. It is fun and something I enjoy although having more than one brain to resolve an issue is wonderful.
Also clustering rational ideas is what people are use to doing when brainstorming. Many people think they must not sound stupid so the most rational idea is the safest idea. I notice this issue while in college for another degree. A large group of young adults, fear sounding stupid when asking questions or coming up with ideas, they figure not asking or voicing their opinion is the best solution. If they had the "fuck it" mentality (comes with age) then they may find solutions to their questions or find that their ideas may branch out to something worth discussing . What is needed is an understanding that no idea to resolve a problem can be dumb as long as the idea move towards a solution to the problem. Fixing the way people thinking is a must when brainstorming also not caring what others think of you for asking questions or conjuring crazy ideas. The results of brainstorming will increase your knowledge if you are willing to open your mouth to participate.
Alright let me ask you this, tell me if you think this is creative. When I was five, I imagined that there was such a thing as a unicorn. And this was before I had even heard of one, or seen one. I just drew a picture, of a horse, that could fly over rainbows, and a had a huge spike in its head. I was five! Five-years-old. Couldn't even talk yet.
All that is rational is dead and done. The manifestation of impossible is genius. ( see, Orville and Wilbur Wright, bicycle mechanics they did the impossible)
w8 Ducks can fly right
he corrected himself
I want a revolver like that... Where can i get one @BigThink???
Hey, cool video. Why don’t you guys swap the next videos icons and logos? Its so annoying to see those rectangles on speakers’ faces until the video has actually finished
I don't trust a man that wears a turquoise earring.
troy ray that's just the type of crazy radical thinking we need and he is talking about.
HE lost me at, "the only way". I find there is rarely only one way to get somewhere, and those claiming so tend to be doing so to try to force you into doing it their way.
“If it’s not absurd at the beginning ñ, there is no hope for it” Albert Einstein.
Hey guys, let's brainstorm!
harambe...
lol what about big bands
This would be revolutionary if utilized in the church! Great video!
Church is the place where money dies. You put money in and it comes out in a dribble...in order to convince people to give more. The Vatican is my evidence.
Bill Schlafly sorry that has been your experience, but I'm the pastor of my church, we are very open handed with our finances and give a HUGE portion to Missions.
Stephen Luna OK I get it. You church is different. Yadda Yadda Yadda.
Nice Seinfeld reference. Sorry you're feel so jaded, man!
By the way, I've never given a dollar to the likes of your kind. You can wish all you want about living forever but you know it isn't true. I wouldn't care one way or another but religious people tend to threaten people with hell and make laws that make zero sense to people who don't believe the same way.
People who die don't get burned forever and you know it.
According to your book the fall of man is why Jesus had to save us and the fall of man happened when a woman ate an apple after a snake talked her in to it.
You can't be sane and believe that story happened...literally. You can believe it is an allegory and be sane.
If you think you are sane and still believe that this story is a literal account of something that really happened then you should...I dunno...check into a hospital or something.
If you agree that the story isn't literally true then the fall of man isn't literally true.
And here's the rub. Why did Jesus exist? Seriously, why did Jesus have to save us from a fictional woman who ate a piece of fictional fruit after talking to a fictional talking snake.
Here's a clue...Because Heaven and Hell are fictional. The entire story is fictional. There is no afterlife. The god you dedicate your life to doesn't exist.
Unpack the nonsense and live your life. It's all you get. Don't waste it on nonsense.
I believe inventions starts out with public complaints or nagging.. 'why don't they make this,,,, etc'
really good video
Anyone have any studies that support the claims he made about micro finance? I've yet to run into any that show it outperforming things like direct giving & healthcare initiatives.
I think its a false comparison even if you found a study. Its economic stimulants not a hand out, the hand out will help today and probably more for the first few years, appropriately targeted loans that create stable businesses will eventually do a lot more. You know teach a man to fish or give him a fish sort of thing.
Julian Poulton-King so you don't think direct giving & health interventions don't lead to long term effects?
Yeah Miles Davis Sextet? He didn't know what jazz was about...
Endless Electricity Technology doesn't need anything except 1 Watt/Volt & Time to Start Laser Mill & reach Self Sustainment Speed of 10 MPH & Optimum Speed or Percentage of Light Speed.
That 1 Watt/Volt is then Multiplied by 1.5% to 20% the Speed of Light. Creating Endless Electricity of 10,059 kW at 1.5% Light Speed, to Nano of 130,000 kW at 20% Light Speed.
The Universe now an Outlet of Endless Electricity.
Save Earth, End Poverty, Evolve AI & Matrixes & Colonize Space. Possible Time Travel & Immortality.
Simple Physics of Einstein & Tesla & Sagan.
Ability to be truly Free Independent & with Liberty in Unlimited Power.
Patent pending United States 62/351,136/ June 16, 2016.
Also info at TeslaStein on Twitter or @SteinTesla.
Thank you all. Enjoy your Day.
TAKE YOUR MEDS!
Oh wait, Trickle Down Economics don't work?
Trickle down economics? There is no such thing. Boy this guy shouldnt talk about economics.
ducks can fly btw
Ducks can fly